This document provides information and suggestions for developing programming targeted at adults aged 20-30 at libraries. It discusses defining the demographic, learning the community, setting mission and goals, and considering programming themes. Suggested program types include crafting, gaming, movies, education/personal growth. Ideas for specific programs incorporating nostalgia, DIY, education are presented. The document also discusses marketing, budgets, and measuring outcomes for this type of programming.
Strategy First: Common mistakes in planning library marketing and outreachIntelliCraft Research
Presentation by Jennifer Burke, President of IntelliCraft Research at the 2013 conference for the Association for Library and Communication Outreach Professionals, held in Philadelphia. Common marketing mistakes and how to avoid them. Good strategic planning, creating targeted personas, building measurable goals = keys to success.
Don't Interrupt, Attract! Content Strategy is the Hidden Engine of the Librar...IntelliCraft Research
At Library Marketing and Communications Conference 2017, a presentation and discussion of content marketing, mistakes to avoid, and how to craft a content strategy to drive a more successful marketing plan Save time and resources through better upfront planning, creation of a brand voice, understanding of content ownership, and workflow.
Presentation at 2015 Summer Library Management Conference in Philadelphia by Jennifer Burke on Strategy First for Library Marketing.
Busting myths, preventing the top 10 marketing plan mistakes and sharing tips for libraries to improve their approach to marketing.
This guide was inspired by a recent presentation given to Undergraduates at USC. Included are 20+ years of hard-fought insights, tips, hacks and techniques on successfully landing a great job in games.
Created by Chris Ansell of Ansell Creative Group
ansellcreativegroup.com for more details!
"Digital Marketing Is Our Game"
We hear it every day: Everything is changing. Social media, globalization, climate change are just a few of the powerful and complex forces at work in our every day lives. Not only are people more connected than ever with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics. So, the world is complex and facing major challenges, competition is fierce, and brands mean more. So what?
The Human Sound Project helps businesses and organisations team-build through music making. Their offer was not well understood and they wanted to shift perceptions from being a social impact project to a credible business service.
We've Pivoted from a basic website content strategy and design brief to a full-service design strategy with Experience Journey, website and service gaps and opportunities as the project outcome.
Strategy First: Common mistakes in planning library marketing and outreachIntelliCraft Research
Presentation by Jennifer Burke, President of IntelliCraft Research at the 2013 conference for the Association for Library and Communication Outreach Professionals, held in Philadelphia. Common marketing mistakes and how to avoid them. Good strategic planning, creating targeted personas, building measurable goals = keys to success.
Don't Interrupt, Attract! Content Strategy is the Hidden Engine of the Librar...IntelliCraft Research
At Library Marketing and Communications Conference 2017, a presentation and discussion of content marketing, mistakes to avoid, and how to craft a content strategy to drive a more successful marketing plan Save time and resources through better upfront planning, creation of a brand voice, understanding of content ownership, and workflow.
Presentation at 2015 Summer Library Management Conference in Philadelphia by Jennifer Burke on Strategy First for Library Marketing.
Busting myths, preventing the top 10 marketing plan mistakes and sharing tips for libraries to improve their approach to marketing.
This guide was inspired by a recent presentation given to Undergraduates at USC. Included are 20+ years of hard-fought insights, tips, hacks and techniques on successfully landing a great job in games.
Created by Chris Ansell of Ansell Creative Group
ansellcreativegroup.com for more details!
"Digital Marketing Is Our Game"
We hear it every day: Everything is changing. Social media, globalization, climate change are just a few of the powerful and complex forces at work in our every day lives. Not only are people more connected than ever with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics. So, the world is complex and facing major challenges, competition is fierce, and brands mean more. So what?
The Human Sound Project helps businesses and organisations team-build through music making. Their offer was not well understood and they wanted to shift perceptions from being a social impact project to a credible business service.
We've Pivoted from a basic website content strategy and design brief to a full-service design strategy with Experience Journey, website and service gaps and opportunities as the project outcome.
Social media can be used as powerful public health communication tools for raising awareness, connecting and engaging with your stakeholders, building and sustaining relationships, and encouraging calls to action. Yet, whether you’re a total newbie or a social media guru looking to step up your game, nothing can defeat your efforts more than winging it without a plan.
In this webinar, the first session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett of the Young Invincibles share how they’ve built a social media strategy that works, is integrated with their overall communications plan, and helps them to create meaningful impact with the communities they serve.
Enjoy this presentation from the training!
Listen to the webinar here:
https://cc.readytalk.com/cc/playback/Playback.do?id=8aarvf
To view other resources from this webinar:
The Art of Listening Social Media Toolkit for Nonprofits:
http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits
To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
You’re on a roll with social media – you’ve got your plan in place, you’re putting your voice out there, monitoring and engaging in conversations, and hopefully getting folks excited about your message or even, taking action. But if you’re too busy doing, and not taking the time to answer the so what, how will you know you’re on the path to social media success and having an impact?
In this webinar, the second session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett, Julian Aldana, and Riana King of the Young Invincibles share how they: measure and evaluate their social media efforts to ensure it best meets their communication objectives; refine their efforts to measure what really matters; and get actionable results that help produce greater impact.
Enjoy this presentation from the training!
Listen to the webinar here:
http://cc.readytalk.com/play?id=4i4dix
To view other resources from this webinar:
The Art of Listening Social Media Toolkit for Nonprofits:
http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits
Social Media Measurement and Evaluation Resources:
http://www.slideshare.net/SPHCalpact/sm-measurement-and-evaluation-resources
To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
6 simple steps to convert site analytics data into valuable audience personas...Ian Robins
Who is your digital audience? And how to determine your content strategy for them. This is a talk I gave at the Information Industry Network's Digital Content Strategies event 21 April 2016. #iidigital
Full post on Medium:
https://medium.com/@ianrobins/how-to-develop-your-audience-personas-and-build-content-strategies-for-them-fe21588f10a7#.wziktsuda
Professor Jennifer Aaker and venture capitalist David Hornik explore the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
Snap: 10 facts about the human brain to help you create a better websiteSnap
Understanding the human brain and your consumers' wants and needs could help you create and manage a more effective website.
Discover the mindsets of your consumers with these 10 facts.
Authors need to get their mindset inline with current business and economic trends in the publishing industry in order to stay current and resilient enough to earn a living doing what they love. Online course available now
https://share-your-story.teachable.com/courses?preview=logged_out
Maria Ruotolo at IBM shared her journey from traditional media into the digital media. Also included tips and resources to get more information on the how-tos.
Foundations in Branding for Financial Advisors - Developing Unique Selling Pr...Finworx
The first in a series of branding presentations for financial advisors, Chief Marketing Officer, Jeremy Floyd, explores developing a UNIQUE SELLING PROPOSITION within the financial services industry. While intended to assist financial advisors build their digital footprints online and on social media, the 7 exercises contained in this presentation may extend into the real world.
As content becomes a bigger part of marketing your organization, learning to write and create content for the web and mobile experiences is a valuable skill.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
Have you lost direction and focus in your business? Find out how understanding and communicating your core values can help you find your direction again and move your business from the infant or teenage stage, to a mature business.
Social media can be used as powerful public health communication tools for raising awareness, connecting and engaging with your stakeholders, building and sustaining relationships, and encouraging calls to action. Yet, whether you’re a total newbie or a social media guru looking to step up your game, nothing can defeat your efforts more than winging it without a plan.
In this webinar, the first session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett of the Young Invincibles share how they’ve built a social media strategy that works, is integrated with their overall communications plan, and helps them to create meaningful impact with the communities they serve.
Enjoy this presentation from the training!
Listen to the webinar here:
https://cc.readytalk.com/cc/playback/Playback.do?id=8aarvf
To view other resources from this webinar:
The Art of Listening Social Media Toolkit for Nonprofits:
http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits
To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
You’re on a roll with social media – you’ve got your plan in place, you’re putting your voice out there, monitoring and engaging in conversations, and hopefully getting folks excited about your message or even, taking action. But if you’re too busy doing, and not taking the time to answer the so what, how will you know you’re on the path to social media success and having an impact?
In this webinar, the second session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett, Julian Aldana, and Riana King of the Young Invincibles share how they: measure and evaluate their social media efforts to ensure it best meets their communication objectives; refine their efforts to measure what really matters; and get actionable results that help produce greater impact.
Enjoy this presentation from the training!
Listen to the webinar here:
http://cc.readytalk.com/play?id=4i4dix
To view other resources from this webinar:
The Art of Listening Social Media Toolkit for Nonprofits:
http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits
Social Media Measurement and Evaluation Resources:
http://www.slideshare.net/SPHCalpact/sm-measurement-and-evaluation-resources
To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
6 simple steps to convert site analytics data into valuable audience personas...Ian Robins
Who is your digital audience? And how to determine your content strategy for them. This is a talk I gave at the Information Industry Network's Digital Content Strategies event 21 April 2016. #iidigital
Full post on Medium:
https://medium.com/@ianrobins/how-to-develop-your-audience-personas-and-build-content-strategies-for-them-fe21588f10a7#.wziktsuda
Professor Jennifer Aaker and venture capitalist David Hornik explore the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
Snap: 10 facts about the human brain to help you create a better websiteSnap
Understanding the human brain and your consumers' wants and needs could help you create and manage a more effective website.
Discover the mindsets of your consumers with these 10 facts.
Authors need to get their mindset inline with current business and economic trends in the publishing industry in order to stay current and resilient enough to earn a living doing what they love. Online course available now
https://share-your-story.teachable.com/courses?preview=logged_out
Maria Ruotolo at IBM shared her journey from traditional media into the digital media. Also included tips and resources to get more information on the how-tos.
Foundations in Branding for Financial Advisors - Developing Unique Selling Pr...Finworx
The first in a series of branding presentations for financial advisors, Chief Marketing Officer, Jeremy Floyd, explores developing a UNIQUE SELLING PROPOSITION within the financial services industry. While intended to assist financial advisors build their digital footprints online and on social media, the 7 exercises contained in this presentation may extend into the real world.
As content becomes a bigger part of marketing your organization, learning to write and create content for the web and mobile experiences is a valuable skill.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
Have you lost direction and focus in your business? Find out how understanding and communicating your core values can help you find your direction again and move your business from the infant or teenage stage, to a mature business.
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Learn what online fundraising is and how can it help your nonprofit raise more money, how to build an online fundraising strategy that is SMART and how to best use important tools in your fundraising efforts.
Take an in-depth tour and training of our core tools, learn to harness GlobalGiving’s GG Rewards program to help your organization reach Superstar status, and how to improve your visibility and fundraising on GlobalGiving
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Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
6. Who are Millennials/New Adults?
Wide range of life experiences and current situations:
graduations, establishing careers, marriages, births,
relocations, etc.
Comfortable with technology
An established social scene
Developed means of exploring their interests
Want a social element to their activities
Born after Gen X
Broadly defined as reaching young adulthood around
the year 2000
7. Learning your Community
What is the demographic breakdown?
How many of your library’s current cardholders
are in their 20s and 30s?
Where do people in their 20s and 30s
socialize?
8. Mission and Goals
We want…
patrons of all ages to see the library as a place for them in
the community.
all patrons to view the library as relevant to their lifestyle.
to provide social opportunities as well as opportunities for
personal growth and fulfillment.
9. Strategic Timing
Work, family, friends take precedence
Experiment with days/times- gauge your community, ask
for feedback from your patrons
Try after-hours programming, like a Saturday night
11. Include a variety of programming to appeal to many
interests:
Crafting
Gaming
Movie Night
Home Brewing
DIY Home Repairs
Financial Planning
Reaching All Genders
13. The Nostalgia Factor
DIY and Crafting
Education and Personal Development
Getting Out of the Library
Strategic Timing
Series
14. The Nostalgia Factor
Don’t discount the power of nostalgia.
Basing programs on the pop culture of this demographic’s
childhood is a great way to appeal to and involve a wide
variety of people.
15. Nostalgia/Pop Culture Resources
What’s trending?
Buzzfeed
Huffington Post
Reddit
Jezebel
Tumblr
Pinterest
Entertainment Weekly
*Patron and staff interest*
22. B(ring) Y(our) O(wn) G(ame or system)
After-school snack
assortment
Participants brought a
variety of board games
as well as game
systems and video
games
23.
24. DIY and Crafting
There’s virtually no end to the
different kinds of crafting
and/or DIY programs that you
can hold. These kinds of
programs are great for
providing a fun, creative
atmosphere that encourages
participants to share and get
to know one another.
25. UnValentine’s Day
Combined crafting -
making unValentines
and worry dolls
And activities - a piñata
and smashing candy
hearts
26.
27. DIY Terrarium Workshop
Educational, but
messy, crafty and fun
Incorporate into
DIY/Crafting or office
decor
Participants were
able to leave with a
finished product at no
cost to them
28.
29. Education and Personal Development
Opportunities for education
and personal development
are important for patrons of
all ages. Creating
programming for patrons in
their 20s and 30s, however,
does bring with it different
kinds of education and
personal development
programming that can be
as broad or as specific as
fits your community and the
people in it.
30. Kombucha Instructor-led information
session about the health
benefits of kombucha
and how to brew it at
home
Demonstration of the
process while allowing
for tons of questions and
participant interaction
Due to interest, we
opened this program to
anyone 18+
31. Money Smart Week
First time renter
First time homebuyer
Deciphering financial
information
Adult Milestones
32. Fitness Fair and Self- Defense Class
Partner with local
fitness centers
New Year’s
resolution for
healthy living and
exercise
Community event
33. What is the most successful off-site program
held by your library?
34. In addition to meeting our patrons where they are in terms of
social media and digital outreach, we also need to meet them
where they are in the community.
If the members of this demographic are not spending a lot of
their time at the library, we can’t necessarily expect them to
come to us for programming.
Instead, we take the programs to them.
35. Community Partnerships
Another plus to holding your programs outside of the
library is the strengthened community partnerships that
can come as a result of doing so. Whether you’re
holding Trivia Night at a local pub or teaming up with a
local winery to hold a tour a tasting, opportunities
abound to create programming that benefits your
patrons, your program, and local businesses.
40. Cupcake Decorating at
Michaels Arts & Crafts
Held on a weeknight at a
local craft store
Taught by an employee of the
store
We purchased cupcakes and
supplies
Participants got to leave with
a finished product
41.
42. Are You Afraid of the Dark?
Fall Night
Bonfire
Storyteller
Creepy walk in the
woods
Crafts
S’mores and hot cider
45. Series
Creating a programming series enables you to provide
consistent, reliable programs with a set date and
location. Participants know when and where to expect
these programs and are thus likely to keep coming
back. Having an established audience for your series
programs can be particularly helpful for promoting your
stand-alone programs.
46. Trivia
Partner with a local
restaurant or bar
Create trivia answer
sheets
Write trivia questions-
use a trivia board game,
online generator, etc.
47. Trivia can be done in many
different ways. Here’s how
we run ours:
6 rounds, 5 questions in
each round
Round 1- each question is
worth 1 point, Round 2- 2
points, etc.
Bonus Round- wager total
48. Young(ish) Adult Book Club
Bi-monthly
Books available 1 month prior
to program
Alternate genres
Incorporate other events-
viewing film adaptations
53. Marketing
How will you reach this demographic?
Promoting your programs through your standard library
newsletter and website is a start, but consider also where
your demographic spends a good deal of their
time…online.
54. Branding
Creating branding for your
20s and 30s programming
isn’t absolutely
necessary, especially if
you’re planning to hold
these kinds of programs
sporadically, but it can be
helpful in distinguishing
your programs as unique
and set apart from the rest
of the library’s programs.
55. Social Media
Facebook Group vs. Page
Group allows all members to
contribute
Posts show up as notifications
vs. not all page posts showing
up in a person’s newsfeed
Being added to a group by an
administrator vs. “liking” a page
Other social media to
consider: Goodreads,
Instagram, Pinterest
56. ➔ contact information
➔ links to social media
➔ feed from library
calendar with
upcoming programs
➔ link to sign up for
constant contact
newsletter
➔ information about
community partners
Website & Direct Email
Newsletter
57. ➔ pulled from patron database based on set age parameters (20 - 39)
➔ sent during the fourth week of the month advertising the next month’s events and
programs
➔ all-patron library newsletters are sent during the 1st and 3rd weeks, and we did
not want to overload people with library promotion
58. Working with your budget
Pulling from multiple budgets
Pooling resources
Cultivating staff talent
In our case, success of NextGen programming, shown
through statistics and monetary tracking led to creation
of new budget line for next Fiscal Year
59. Measuring Outcomes
How will you measure the success of your programs?
What outcomes are you hoping to see as a result of your 20s
and 30s programming?
63. Program breakdowns and results
Keep track of time and money spent: planning,
marketing, setup, length of event, etc.
Communicate back to management the results
of program, age breakdowns
Don’t discount the power of qualitative
comments
64.
65. Out of the demographic“Because the goal of this programming group is to provide unique
programming for people in the 20-39 age group, we prefer not to have
anyone outside of this age range, including young children, attend our
events. If you feel you have special circumstances and would like us to
reconsider, please let us know.”
With support from management, this was the policy we initially
enforced
Not dissimilar from YS and Teen having strict age restrictions on
their programs
As the programs have grown, however, we continue to target 20s
and 30s demographic, but do not enforce an age policy.
Collaboration with other programmers in the library
66. Adults Facing Social Challenges
From our very first program, we have had participation
turnout from patrons on the Autism spectrum and others
who face social challenges.
After receiving feedback from parents of adults on the
spectrum, we researched the needs of these adults in our
community and reached out to organizations in the
communtiy to see what needs we could fill.
67. NextGen AFSC
Launched in December 2014
Programs held once a month
and attended by at least one
professional from one of our
community partners
Partners include Alexian
Brothers Autism Spectrum and
Developmental Disorders
Resource Center, Harper
College Career Skills Institute,
and Northwest Special
Recreation Association
68. NextGen AFSC
Casual, low-stress
Emphasis on social
interaction in a space that
feels safe
Programs have included
crafts, board/video games, a
genre discussion, drawing
class, green screen
workshop and a dating
rules/etiquette information
session
70. New to the Area
Social Opportunities
Post-College Life
71. Transition from Teens to
Adults
Teens aging out of teen services want to continue
attending programs with members of their peer group.
72. Final Thoughts
Numbers don’t always matter, especially in the
beginning. This is a great opportunity to try new things
and see what sticks.
Some programs will fail, and you might for awhile like
you’re constantly having to tweak things and readjust.
Patron feedback can be hugely helpful in deciding in
what direction to steer next.
73. Amy J. Alessio, Katie LaMantia,
and Emily Vinci
American Library Association
74. Facebook Groups
Millennial Programming Ideas
ALA Think Tank
Programming Library Interest Group
Anything Libraries, Colorado
https://www.anythinklibraries.org/
Sacramento’s Public Library’s alt+library
http://altlibrary.com/